Raja Trad is one of the most distinguished executives in the region’s advertising industry, with more than 30 years of experience at American advertising agency Leo Burnett in the Middle East, the head of the Middle East for Publicis since 1991 and chief executive of Leo Burnett MENA since 2000. In Lebanon to attend the MENA Cristal Festival, Trad sat with Executive to discuss the state of the ad industry, the competition, the challenges and the trends going forward.
- What is the advertising industry about today?
For me today, communication is about a surround system. It is creativity that will transform human behavior. It will connect with the heart, soul and mind of people. In my opinion, it has to be insightful [with respect to the] local culture, but even if it is not local, it doesn’t mean international awards won’t recognize it.
Advertising today is not what it used to be before. Clients expect you to do campaigns that will meet their objectives and the briefs they gave you. Also, we cannot ignore the power of social media. We realized things are changing and the whole media scene is evolving and we are preparing ourselves. We have to do what is right for our client.
- What are the biggest challenges when it comes to the ad industry in the region?
One of the biggest challenges in the region is the lack of reliable research and data. In my opinion, it is getting better but we are not there yet. [Another challenge is] to be able to survive in these difficult times as clients want more and more, and want to pay less. It’s a challenge for ad agencies as quality comes at a price. We try to inform our clients that unless you recognize and put a price behind quality we are going to suffer as an industry. It is part of a global trend. What makes it more acute over here is the situation we are living in, it has created a sense of nervousness and some clients are in the mindset of wait and see what will happen in the region [before investing in advertising].
- How do you expect the advertising industry to perform this year?
For 2013, if anyone tells you it is visible, you have to challenge him or her. We are looking at 2013 in pieces and reviewing our forecast on a monthly basis. We hope 2013 will be a better year but I am not sure.
- What will be the major trend in the advertising industry this year?
Mobile is going to be king, in my opinion. At the end of the day, we talk about screens and this screen is with us wherever we are, wherever we go. All the clients in the region are demanding it as well. If someone is not [offering campaigns on mobile] today, they are falling behind.
- How are the smaller advertising agencies affecting competition?
Quality will prevail. There is room for everyone. The client has to recognize that he has to pay for the service he is getting and the creative product he is getting. At the end of the day, it is the clients’ call. In my opinion, there is room for everyone.
- Why are Lebanese so prominent in this industry?
In this region, the ad industry started in Lebanon and traveled from Lebanon to the Gulf. Lebanese went to the Gulf, started their own agencies and prevailed because they took the industry there. Then came the multinational agencies which went into partnerships [with the local agencies], kept leaderships in place and that’s why you see Lebanese in key positions in the advertising industry. Now it is not only Lebanese though. You have recognized credible leaders of different nationalities. In Leo Burnett Dubai, there are 38 nationalities in one building. Things are changing.
- What campaign are you proudest of so far?
I can’t choose one. We did the campaign for [Lebanese winemaker] Ksara now in Lebanon, and McDonalds in Dubai that was outstanding and recognized in many award shows. There is also [the campaign for] Fox Movies. It would be difficult to choose.
- Where do you see yourself in five years?
Still challenging myself to keep walking, as there are no finish lines in life.
